January 27, 2016
Turkish coffee
By: Pierre A. David

Your company, an appliance parts manufacturer, has a solid presence in the Western European and North American markets. After rapidly progressing through the European marketing organization, you receive a promotion to international marketing manager. Your new responsibilities include expanding your company’s footprint in Eastern Europe and the Middle East. 

You attend an international trade show in Singapore where you meet Rhami, a sales representative for a distributor in Turkey. During a coffee break, Rhami attempts to convince you that the Turkish market is best served by a distributor. 

You return to your office with a series of contacts you can use to further your company’s expansion, including Rhami’s information. You wonder, though, whether Rhami’s company is the best choice for this market. 

You need to answer a number of questions, including:

  • Should you use a distributor or an agent in that market?

  • Should you consider a manufacturing partner?

  • To what extent are import duties in Turkey a factor in deciding whether to import or manufacture there?

  • Should you consider a local partner?

  • Should your company attempt to enter this market on its own?

As the international marketing manager, it is your responsibility to find answers to these questions and more. Most important, you have to make sure to make the most appropriate long-term solution for your company, even if that may mean the short-term results are affected. 

Do you know what methods of entry into foreign markets are available and which ones might work best for your company? The Accenture Academy course Choosing Methods of Entry in Foreign Markets presents different method-of-entry strategies available to a company in a foreign market and explains the factors that lead to a particular choice of method of entry. The course also identifies the challenges presented by different methods of entry and explores the drawbacks of an inadequate choice.

About Accenture Academy

Accenture Academy offers proven, cost-effective learning solutions for a more versatile workforce and a more agile organization. We provide a flexible learning approach that helps your people be more versatile and your entire organization be more agile in the marketplace. Curriculum includes Supply Chain Management, Finance, Procurement, Analytics, Leadership & Management and Specialty Skills.


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